The document discusses how to maximize search engine results page (SERP) potential by enhancing website listings with rich snippets. It explains what rich snippets are, why they are important for increasing click-through rates, and how to implement different types of rich snippets like reviews, recipes, and videos using microdata, microformats, or RDFa. Tools for testing rich snippets are also recommended.

1. Maximising Your SERP Potential
Enhance your listings with Rich Snippets
Peter Handley
theMediaFlow
www.themediaflow.com
@ismepete #thinkvis

2. IS ME PETE?
Director of SEO at theMediaFlow
Responsible for strategy and delivery
Klout says I’m influential about rum
(and SEO/Internet Marketing)
@ismepete #thinkvis

3. WHAT
Are Rich Snippets?
@ismepete #thinkvis

4. STAND
OUT

5. People

6. Authors
Not a “true” rich snippet…

7. Reviews

8. Recipe

9. Events

10. Product

11. Video

12. Music
@ismepete #thinkvis

13. WHY

14. Increased
Click
Through
Rate
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15. Review CTR
Post Imp CTR = Post Implementation CTR and compares month prior to
Schema implementation to month after.
Only includes terms that didn’t increase in position
Based on individual user reviews, not aggregate
@ismepete #thinkvis

16. Author CTR
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17. Author + Review CTR
Based on individual user reviews, not aggregate
@ismepete #thinkvis

18. HOW
to get Rich Snippets to appear
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19. Microdata,
Microformats
and/or
RDFa
….it’s about Semantics
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20. The Semantic Web
"a web of data that can be
processed directly and indirectly
by machines.“
Tim Berners-Lee

21. Microdata
Microdata is an HTML specification used to nest semantics within
existing content on web pages. Search engines, web crawlers, and
browsers can extract and process Microdata from a web page and use
it to provide a richer browsing experience for users.
http://en.wikipedia.org/wiki/Microdata_(HTML5)
@ismepete #thinkvis

22. Microformats
A microformat is a web-based approach to semantic markup which
seeks to re-use existing HTML/XHTML tags to convey metadata and
other attributes in web pages and other contexts that support
(X)HTML, such as RSS.
http://en.wikipedia.org/wiki/Microformats
@ismepete #thinkvis

23. RDFa
RDFa (or Resource Description Framework–in–attributes) is a W3C
Recommendation that adds a set of attribute-level extensions to
HTML, XHTML and various XML-based document types for embedding
rich metadata within Web documents.
http://en.wikipedia.org/wiki/RDFa
@ismepete #thinkvis

24. You Can
Use Any
Of These
….Google recommends microdata
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25. Implementing Person
LinkedIn use hCard microformat
I’d use http://schema.org/Person if setting this up today
@ismepete #thinkvis

26. Implementing Authorship
Lots of ways documented online
The simplest way to do it is
add ?rel=author to a link to
your G+ page from a post
… and a contributor
link to your G+ page
@ismepete #thinkvis

27. Implementing Single Reviews
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28. Implementing Aggregate Reviews
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29. Implementing Recipe
….annoyingly, Google doesn’t seem to like giving me recipe snippets anymore
@ismepete #thinkvis

30. Implementing Events
….you could try the GWT Data Highlighter too, though none of my tests with it work yet
@ismepete #thinkvis

31. Implementing Product
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32. Implementing Video
….I actually tend to use Video Sitemaps to get these Rich Snippets
@ismepete #thinkvis

33. Implementing Music
Last.fm markup songs with Schema on Top Tracks:
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34. Tools
Raven Tools’ Schema Creator Rocks:
http://schema-creator.org/
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35. Tools
So does the microDATAgenerator:
http://www.microdatagenerator.com/
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36. Tools
Use Structured Data Testing Tool:
http://www.google.com/webmasters/tools/richsnippets
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37. MIX
Them Up

38. Why just
use one
Rich
Snippet?
….more are better!
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39. @ismepete #thinkvis

41. It Doesn’t
Always
Work
….Google annoys me sometimes!
@ismepete #thinkvis

42. But It
Can’t Work
Unless
You Try!
….So, give it a go!
@ismepete #thinkvis

43. Don’t Piss Off SEOs

44. http://www.peterhandley.com/2012/04/yodel-delivery-problems-do-i-really-want-to-carry-on-purchasing-online/
@ismepete #thinkvis

45. http://www.3ac.co.uk/1-and-1-internet-are-a-disgrace
@ismepete #thinkvis

46. http://www.omnlondon.com/vodafone-uk-business-account-scandal/
@ismepete #thinkvis

47. http://www.1918.com/casey-movers-threatens-lawsuit-over-bad-yelp-review/
@ismepete #thinkvis

48. http://www.rhyswynne.co.uk/greyhound-buses-why-wont-you-refund-me/
@ismepete #thinkvis

49. Thanks for Listening!
Let me know if you have any questions:
@ismepete
peter.handley@themediaflow.com
www.themediaflow.com
@ismepete #thinkvis

50. Resources:
Useful Links: Images:
http://schema.org/ Stand Out - http://www.flickr.com/photos/pdbreen/3398012211/
People - http://www.flickr.com/photos/thekbriodys/2383535992/
http://microformats.org/
Review – Thumb Up -
https://developers.google.com/webmasters/richsnippets/ http://www.flickr.com/photos/brightmeadow/1277721242/
http://www.google.com/webmasters/tools/richsnippets Event – Willy Mason -
http://schema-creator.org/ http://www.flickr.com/photos/deargdoom57/6090691859/
Video - http://www.flickr.com/photos/deltamike/1450214894/
http://www.microdatagenerator.com/
Music - Rodrigo y Gabriela -
http://www.flickr.com/photos/michemay/4776494889/
Why - http://www.flickr.com/photos/drachmann/327122302/
Web - http://www.flickr.com/photos/cybershotking/329184504/
Mix Them Up -http://www.flickr.com/photos/jwthompson2/145296920/
Danger - http://www.flickr.com/photos/spcbrass/4557822128/
Careful! Wasp Nest -
http://www.flickr.com/photos/ell-r-brown/5994422112/
Havana Club Rum & Coke -
http://instagram.com/p/WHzuuaR13l/
@ismepete #thinkvis